A look into how B2B marketers can take that extra step to be successful in their international campaigns. The slides cover research, KPIs, social media, PPC, targeting, branding and customer service. As presented at Brighton SEO 2019.
13. “Marketers who set goals are 376%
more likely to report success than those
who don’t. And 70% of those successful,
goal-setting marketers achieve them.”
- Nathan Ellering
14. Align Your Goals with the
B2B Marketing Funnel and
The Customer Journey
15. Awareness
Interest
Consideration
Intent
Evaluation
Purchase
Search for information
Client examines specific product
and reviews
Client shares the research on products
and brands with other stakeholders and
decision makers
Product Demo/Site Visits
Client gets a contact proposal
- negotiation
Transaction is complete. The aftercare
process starts – opportunity of continued
relationship
21. Make sure your images all have the
correct logos, colour schemes and fonts.
22. Make sure your images all have the
correct logos, colour schemes and fonts.
Choose an angle for your imagery,
and stick to it.
23.
24. Make sure your images all have the
correct logos, colour schemes and fonts.
Choose an angle for your imagery,
and stick to it.
Make sure this branding is consistent
across different markets.
25. Make sure your images all have the
correct logos, colour schemes and fonts.
Choose an angle for your imagery,
and stick to it.
Make sure this branding is consistent
across different markets.
Don’t overlap
27. Focus on the benefits they will bring
to your customers.
28. Focus on the benefits they will bring
to your customers.
Instead of ‘this is…,’ use the ‘this can
do…’ approach.
29. Focus on the benefits they will bring
to your customers.
Instead of ‘this is…,’ use the ‘this can
do…’ approach.
Don’t expect potential customers to
research you.
31. Social media is a great tool to promote
and interact with your team members.
32. Social media is a great tool to promote
and interact with your team members.
Your customers will trust you more if
they see you have a good relationship
with your employees.
33. Social media is a great tool to promote
and interact with your team members.
Your customers will trust you more if
they see you have a good relationship
with your employees.
Your employees will appreciate being
promoted by their company on social
media.
39. One of the first mistakes: PPC
campaigns targeting specific keywords.
40. One of the first mistakes: PPC
campaigns targeting specific keywords.
If your brand is not worldwide famous,
people won’t search for your name or
your products’ name.
41. One of the first mistakes: PPC
campaigns targeting specific keywords.
If your brand is not worldwide famous,
people won’t search for your name or
your products’ name.
Target broad keywords in order to get
your products in relevant results.
44. Works very differently from PPC
targeting.
You are creating audiences and
targeting your customer personas.
45. Works very differently from PPC
targeting.
You are creating audiences and
targeting your customer personas.
You need details such as job titles,
industry, company size, interests, etc.
46. Works very differently from PPC
targeting.
You are creating audiences and
targeting your customer personas.
You need details such as job titles,
industry, company size, interests, etc.
Aim for an average of 60,000 people.
47. Customer focus
Being brave is promoting the message
your customers want to hear, not the
message you want to tell.
48. In this very competitive environment,
marketing efforts have to be
diversified connecting the great
product with the right buyer
